Harvard Case - Argo Interactive (A): Surviving in the Roller-Coasting Mobile Industry
"Argo Interactive (A): Surviving in the Roller-Coasting Mobile Industry" Harvard business case study is written by Julia Prats Moreno, Marc Sosna, Dave Darsch. It deals with the challenges in the field of Entrepreneurship. The case study is 6 page(s) long and it was first published on : Jan 12, 2011
At Fern Fort University, we recommend that Argo Interactive adopt a multi-pronged growth strategy focusing on strategic partnerships, targeted acquisitions, and leveraging its existing strengths in mobile gaming development. This strategy will capitalize on the company's core competencies, navigate the volatile mobile gaming market, and ensure long-term sustainability.
2. Background
Argo Interactive is a mobile gaming startup founded by two experienced entrepreneurs, Michael and David. They have successfully launched several popular mobile games, demonstrating their expertise in product development, marketing, and monetization. However, the company faces challenges in the highly competitive and rapidly evolving mobile gaming landscape.
The case study highlights key issues:
- Market Volatility: The mobile gaming industry is characterized by rapid changes in user preferences, technology, and competition.
- Financial Constraints: Argo Interactive faces funding limitations, hindering its ability to invest in new technologies and expand its reach.
- Growth Strategy: The company needs a clear roadmap to navigate the competitive landscape and achieve sustainable growth.
- Leadership and Decision-Making: Michael and David need to effectively manage the company?s growth and make strategic decisions amidst uncertainty.
3. Analysis of the Case Study
To analyze Argo Interactive?s situation, we can utilize the Porter?s Five Forces framework to understand the competitive landscape and identify opportunities for growth.
- Threat of New Entrants: The mobile gaming industry has low barriers to entry, making it attractive to new startups. This poses a significant threat to established players like Argo Interactive.
- Bargaining Power of Buyers: Users have numerous choices in the mobile gaming market, giving them significant bargaining power. This necessitates continuous innovation and high-quality content to retain users.
- Bargaining Power of Suppliers: The supply chain for mobile gaming development is relatively fragmented, with various developers, publishers, and platforms. This provides limited leverage to individual suppliers.
- Threat of Substitute Products: Mobile games face competition from other forms of entertainment, such as social media, streaming services, and traditional gaming consoles.
- Competitive Rivalry: The mobile gaming market is highly competitive, with numerous established players and new entrants constantly vying for user attention.
This analysis reveals that Argo Interactive operates in a challenging environment with high competition and rapid change. To thrive, the company needs to adopt a strategy that leverages its strengths while mitigating the threats.
4. Recommendations
Argo Interactive should implement the following recommendations to achieve sustainable growth:
1. Strategic Partnerships:
- Platform Partnerships: Collaborate with leading mobile gaming platforms like Google Play and Apple App Store to gain access to a wider audience and leverage their marketing capabilities.
- Cross-Promotion Partnerships: Partner with other gaming studios to cross-promote games, expanding reach and attracting new users.
- Technology Partnerships: Collaborate with technology companies specializing in areas like AI, cloud computing, and analytics to enhance game development and user experience.
2. Targeted Acquisitions:
- Acquire Smaller Studios: Identify and acquire smaller studios with complementary skills or established user bases to expand the company?s portfolio and expertise.
- Focus on Niche Markets: Acquire studios specializing in specific genres or demographics to diversify the company?s offerings and tap into underserved markets.
3. Leverage Existing Strengths:
- Focus on Core Competencies: Continue to invest in developing high-quality mobile games, leveraging the company?s expertise in game design, development, and marketing.
- Expand into New Markets: Explore international markets with high growth potential, leveraging the company?s existing knowledge of the mobile gaming industry.
- Embrace Innovation: Invest in research and development to stay ahead of the curve in terms of technology, user experience, and monetization strategies.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies: The recommendations leverage Argo Interactive?s existing strengths in mobile game development, marketing, and monetization.
- External Customers: The focus on strategic partnerships and acquisitions aims to reach a wider audience and attract new users.
- Competitors: The recommendations aim to differentiate Argo Interactive from its competitors by focusing on niche markets, strategic partnerships, and innovation.
- Attractiveness: The recommendations are expected to generate positive returns on investment by expanding the company?s reach, diversifying its portfolio, and increasing revenue.
6. Conclusion
Argo Interactive has the potential to thrive in the dynamic mobile gaming industry by adopting a strategic approach that leverages its core competencies, embraces innovation, and navigates the competitive landscape effectively. By focusing on strategic partnerships, targeted acquisitions, and leveraging its existing strengths, the company can achieve sustainable growth and secure its position as a leading player in the mobile gaming market.
7. Discussion
Alternative options include:
- Focusing solely on organic growth: This approach may be slower and more challenging in a highly competitive market.
- Seeking a full acquisition by a larger company: This could provide immediate access to resources and market reach but might compromise the company?s autonomy and vision.
The recommendations present a balanced approach that leverages Argo Interactive?s strengths while mitigating risks. Key assumptions include:
- The mobile gaming market will continue to grow: This assumption is supported by industry trends and the increasing adoption of mobile devices.
- Argo Interactive can successfully identify and execute strategic partnerships and acquisitions: This requires careful due diligence and effective integration of acquired companies.
8. Next Steps
To implement these recommendations, Argo Interactive should:
- Develop a detailed strategic plan: This plan should outline specific partnerships, acquisition targets, and investment strategies.
- Build a strong team: The company needs to recruit and retain talented individuals with expertise in game development, marketing, business development, and finance.
- Secure funding: The company needs to secure additional funding to support its growth initiatives.
- Monitor progress and adapt: The company needs to continuously monitor its progress and adapt its strategy as needed.
By taking these steps, Argo Interactive can position itself for long-term success in the dynamic and competitive mobile gaming industry.
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Case Description
This FocusCase is about a young VC-backed technology company in the UK, trying to turn around from a near-death crisis after their market did not pick up. The company Argo Interactive focused, with their innovative software product, on the newly emerging WAP-market. However, after burning through 14 million pound sterling of venture capital, the market had still not shown any signs of life, and the senior management team needed to make an urgent decision on how to continue. On September 11, 2001 - while they were having their crisis meeting - they found out that the regular newspapers were already distributing printed copies with color photos of the terror attacks on the World Trade Center, while even CNN did not mention it on their WAP-site until many hours later. After their main investors had heard about this news and about management's plans to make significant changes, they invoked a material adverse change clause, preventing the firm from drowning down any further cash from the previous round. Would the best option be to shut down the firm immediately or should the management team try to turn the firm around? If deciding for the latter, which decisions should they take with regard to financing, market focus, product (re-)development, HR issues, positioning and the overall survival strategy of the firm?
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